[apathy]

AWS accounts for something like half of Amazon’s operating revenue. It may not be exciting but it is a license to print money. Why wouldn’t google (and MSFT, and anyone else with a big sunk investment in data centers) want to monetize their investment too?

Originally bezos was pissed off that Amazon’s excess capacity for the Black Friday/Christmas surge was going to waste the other 50 weeks of the year. I suspect that’s a pretty powerful motivation. But google absorbs huge spikes too (9/11 was one of the first harbingers of this) so it seemed inevitable, even back then, that they’d do it eventually.

Fighting the momentum of entire markets and hoping a muse settles on your shoulder isn’t a sustainable business strategy for most companies, let alone very large public companies.